The Complete

Digital
Marketing
Course
Designed By XDezo Academy.
Course Contents
1. Business Research, Digital Strategy and Planning
2. Search Engine Optimization
3. Social Media Marketing
4. Mobile Marketing
5. Email Marketing and SMS
6. Web and Data Analytics and Techniques
7. Content Writing & Optimization
8. Blogging with WordPress
9. Business Presentation
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Why Digital
Marketing ?
 Your customers are online.
 Your competitors are online.
 Be Accessible to your customers.
 Let customers come to you.
 Get to know your target audience.
 Cost Effective and Faster
 Has Higher Revenue
Business Research, Digital
Strategy and Planning
 Step 1 of a digital strategy is: Business Research
 The first and foremost step that you should do when
considering your digital strategy is to research your
business and gather all information that is relevant to
your company and the industry you work in.
 This includes your target audience, your digital position
and the assets you use.
 You also need to study your competitors’ digital
presence and assets, as well as any possible disruptors
that may affect your business in the near future. 4
Let’s do business Research. (in 5 steps)
▸ Digital Position & Assets
▸ Target Audience
▸ Competitors digital position and assets
▸ Potential Disruptors
▸ Market and Industry

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 ▸ Digital Position & Assets
▸ What’s your current digital position in the market ?
▸ When researching, attempt to answer:
“What do we offer our customers?
▸1 Is what we offer still relevant?
Do we offer new services or products (if so, what)?
What services or products are we famous for?
What do we want to be famous for?”
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 ▸ Digital Position & Assets
▸ Once, you reviewed your products and services, study
your website and social media channels.
▸ During this step, answer:
“Has our website passed a UX (user-experience) test?
▸2 Is our website mobile friendly?
Does it load quickly, or is it slow?
Is our design and font style consistent throughout the site?”
For your social media accounts, measure and map your followers,
engagement rates and trends over time.
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 ▸ Digital Position & Assets
▸ Now, Examine your content marketing and keyword
strategy.
▸ During this step, you may discover that you aren’t posting and sharing as
much content as you should be, or that your focus keywords from 12
months ago are no longer relevant.
▸ 3▸ Take note of all the areas that need to be changed, or what you think should
be changed, so you can refer back to them in step two of your digital
strategy creation.

▸ Following these 3 steps helps you to create a better digital strategy.

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▸ Target audience
▸ It is crucial that you review and alter your target
audience dynamically, as it can change, as your
company’s services and products develop.
▸ Compare your target audience against your recently gathered data to
see whether you still have engagement.

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▸ Target audience
▸ Target audiences types are:
▹ Interest, Purchase Intention, Subcultures
▸ Determine Target Audience:
▹ Analyze Your Customer Base and Carry Out Client Interviews
▹ Conduct Market Research and Identify Industry Trends
▹ Analyze Competitors
▹ Define Who Your Target Audience Isn’t
▹ Continuously Revise
▹ Use Google Analytics 10
▸ Creating a Target Personas
▸ Age
▸ Gender
▸ Location Additionally, look into the following:
▸ Hobbies ▸ Your current customer base
▸ Income ▸ Who your competitors are targeting
▸ Education level
▸ Profession
▸ Marital status
▸ Who they trust
▸ What they read/watch
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▸ Now, the goal is to reach those target
audience. This is the ultimate goal of
this course too.

Media Kits, Ratings, Social,

Third Party Information.
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Practical
Session
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 Project 1
▸ XDezo Technologies Pvt. Ltd. is a technology company having its
services in Digital and Branding, Software Development, Digital
Marketing, IT Services, Business, Digital & Engineering, Research,
Development & Innovation.
▸ Do a market research for XDezo Technologies keeping in mind all
the factors and variables of Business Research.

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▸ Competitors digital position and
assets
▸ The best competitor analysis collects digital consumer
insights.
▸ This will help you to make informed data-driven
decisions about your brand's content marketing strategy.
▸ Good competitor analysis is performed regularly and
helps you outsmart your competitors.

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▸ Preparing for the competitors analysis
▸ Create a profile of your brand’s competitors.
▹ The biggies, plus those that compete indirectly with yours, and
potential competitors that could enter your market.
▹ Those that offer products and services that are targeting the same
audience as you.
▹ Don't forget to include information on start up companies that will
emerge in the coming year.

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▸ Highlight Competitors that will pose
the biggest challenge
▸ Look at them as a customer
▸ Look at them from their point of view
▸ Learn from them

Note: Competitor analysis should be performed on a regular basis not once a

year.

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 Quick RECAP
▸ What is competitor Analysis ?
▸ Identifying and evaluating your competitors, their strengths and
weaknesses. How they compare to your brand.
▸ This information should then be used to improve your company’s
marketing efforts and take the advantage.
▸ It has to be an essential part of your marketing plan.

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▸ If It’s Not ?
▸ If it isn’t, you’re working in the dark.
▸ Without it, how will you know what makes your product unique?
▸ How will you know why customers choose your competitors over you?
▸ How will you know the direction of product development your
competitors are taking?

Note: So many questions can be answered after doing proper competitor

analysis.

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▸ Your competitor Analysis Should
include…
▸ Identifying your competitors
▸ Obtaining information about your competitors
- Brand awareness - the percentage of your target market that's aware of your competitors
- Pricing - cost of your competitors’ products and services
- Financials - share prices, earnings reports
- Products - strengths and weaknesses of their products
- Customer experience - standard of customer care
- Intellectual property - copyrights, trademarks, patents
- Marketing - their campaigns, events, promotional activities, social media
- Risks - competitive strengths/advantages
- Opportunities - what they’re doing badly, that you can do better
- Company culture - old school or start-up?
- Distribution - the regions, countries they cover
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▸ Continue…
▸ Evaluating their strategies
- Determine their strengths and weaknesses relative to your brand’s
- Predict their behavior and make data-driven business decisions

▸ Why do competitor analysis ?

▸ Help your team build better marketing campaigns
▸ Identify opportunities in the market that are currently under-served
▸ Help you take advantage of your competitors weaknesses to grow market share
▸ Allow you to make informed decisions about your strategy and ensure you can create
sustainable competitive advantages
▸ Help you plan for future investments

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▸ Different types of competitor
analysis:-
▸ Compare and analyze competitor content
▸ Analyze competitors' SEO structure

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Compare and analyze competitor
content
▸ Once you’ve identified your competitors, you can dig deeper and gain a
better understanding of what type of content they’re publishing.
▸ What types of content creation do your competitors focus on? Are you
providing the same, or missing opportunities? Have they found a niche
that you've not thought of.

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Continue…
 Blog posts, white papers, case studies, eBooks, newsletters
 Social media - Twitter, LinkedIn, Snapchat, Facebook,
Instgram, TikTok, etc.
 Videos, podcasts, webinars
 Paid ads
 releases
Images
 Press
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Continue…
 Once identified, look at the quality and how it compares to
yours.
 Look for how often they’re blogging, where they're guest
posting, when they're updating existing content, as well as
what topics they’re discussing.

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 Continue…
 How are your competitors talking to consumers - messaging, tone of
voice, language?
 Analyze their websites - site structure, navigation, SEO strategy.
 What marketing material do they produce?
 What's their paid ads plan?
 Social media channels - a biggie - which channels and what strategy?
 If you find things that they're doing better than you, or opportunities
you've missed, copy and do it better.

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 Continue…
 Are they doing anything you aren’t? Fill in the gaps
 Are they publishing more posts per week than you?
 Are they targeting audiences that you're missed
 Are they copying you or inspiring you?

Note: Don’t just blog because you want to add more content or you're looking to play the
SEO game. It won’t generate more traffic if your content isn’t remarkable, and doesn’t
resonate. Google isn't stupid. Nor are consumers.

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Competitor Analysis Tools
Competitor Analysis Tools for Social Media
1. Sprout Social
2. Phlanx
3. Social Blade

Competitor Analysis Tools for SEO

1. SEMRush
2. Ahrefs
3. MozBar

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 Competitor Analysis Tools
Competitor Analysis Tools for Content
1. Buzzsumo
2. Similarweb
3. Feedly

Competitor Analysis Tools for Emails, Ads and Industries

1. Mailcharts
2. Owletter
3. iSpionage
4. Owler

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 Competitor Analysis
It’s a vague topic. Let’s see quick tips.
▸ Analyze Your Actual Competitors
▹ There’s no use in trying to punch above your weight. A local coffee
shop with 1,000 followers shouldn’t beat themselves up because they
don’t have as many followers as Starbucks or Dunkin’ Donuts.

▸ Focus on Metrics First

▹ For example, how often do your competitors post new content? What’s
the ratio of promotional versus non-promotional posts? What are their
top-performing keywords and hashtags? 30
 Competitor Analysis
It’s a vague topic. Let’s see quick tips.
▸ Turn Analysis into Action
▹ Finally, make sure the data you uncover translates into some sort of
action.
▹ Maybe you uncover a new set of keywords to target in your content
based on your research.
▹ Either way, the end game of competitive analysis is to improve your
own marketing strategy. The more information you glean from
competitors, the better.
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▸ Potential Disruptors
▸ Questions you need to ask before starting market
disruption strategy.
▹ Is Your Industry Ripe for Disruption?
▹ What’s the Status of the Industry?
▹ What Are the Current “Rules”?
▹ Do You Have a Disruptive Strategy?
▹ What’s Your New Value Proposition?
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Is Your Industry Ripe for Disruption?
▸ Most successful market disruptions happen in sectors
that are ready for an overhaul.
▸ For example, the rise of the internet changed the media and
publishing industry.
▸ Mobile and VoIP disrupted telecommunications industry.

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What’s the Status of the Industry?
▸ What’s currently going on in the industry?
▸ What are the demands, what are the buyers’ sentiments,
and how can you fill the gaps?
▸ Evaluating the current market landscape will help you
navigate areas where competition is already fierce and
find an angle that’ll help you stand out.

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What Are the Current “Rules”?
▸ Questioning the “rules” will help you spot opportunities
to do things differently and create offerings that surprise
and delight customers.

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Do You Have a Disruptive Strategy?
▸ Disruption can come in many forms, and the right
strategy will help your disruptive venture create new
realities.
▸ Some common strategic approaches include introducing a lower-
cost option or free/freemium model, creating a premium offering in
a highly commoditized marketplace, rethinking the customer
experience, and digitizing processes in a mature or stagnant
industry.

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What’s Your New Value Proposition?
▸ When disrupting traditional industries and marketplaces,
you can identify the best opportunities by defining a
different value proposition that will attract new customers
with needs that aren’t fulfilled by the competition.
▸ For example, you may offer a low-cost no-frills option that stands out
from the more complex and costly offerings from others in the industry.

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 Point to be
noted
▸ Disruptive ventures create new realities by challenging
mainstream thinking, questioning assumptions, and
overcoming biases.
▸ To become a successful industry disruptor, you need to
combine a ground breaking idea with an effective marketing
strategy to reach the right market with the best positioning
so you can get noticed.

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 What is Disruptive Marketing?
▸ “Disruption is all about risk-taking, trusting your intuition,
and rejecting the way things are supposed to be. Disruption
goes way beyond advertising, it forces you to think about
where you want your brand to go and how to get there.” –
Richard Branson

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 What is Disruptive Marketing?
▸ “Disruption is all about risk-taking, trusting your intuition,
and rejecting the way things are supposed to be. Disruption
goes way beyond advertising, it forces you to think about
where you want your brand to go and how to get there.” –
Richard Branson

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 Example:-
▸ Ask anyone around in the technological boom of the late 1990s if you
should have bought an Apple computer back then.
▸ After they finish laughing, they’ll likely explain to you that Apple
products were regarded as bland, overpriced garbage.
▸ Not only were they overpriced but most of what they came up with were
rehashed clones of products that were superior in terms of processing
power, features, price and available software. Apple’s stock tanked, if
you can believe it, to a low of $4 per share.

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 Continue…
▸ Today, agree with it or not, Apple is synonymous with sleek,
sophisticated, forward-looking products. People wait for hours, even
days, in line to score the latest iPhones. What brought about such a
shift? The design of an MP3 player in an age when most people were
touting Discmans as the ultimate in portable music. And the innovation
just kept growing from there.
▸ That’s the kind of effect that disruptive marketing can have on not just a
brand, but an entire industry and the way we perceive it. But not
everyone can pull off a disruptive marketing campaign.
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 ▸ Market and Industry and its
analysis
▸ Definition with examples:-
▸ If you make laptops, you're in an industry that includes Apple and
Microsoft. Your market might be businesses that use computers,
consumers that use them at home or both.
▸ If you publish fantasy novels, your industry includes giants such as Baen
Books and Tor Books. Your market is fantasy readers.
▸ The difference between industry and market analysis is that the
former looks at your competitors, while the latter looks at the
customers for whom you're competing.
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 ▸ Industry analysis
▸ Industry analysis helps you understand your position in the industry — for
example, scrappy up-and-comer, established player or upstart with a new way of
doing things. There are three classic approaches to industry analysis:
▸ Competitive forces model. This looks at factors such as the bargaining power of
your suppliers, the level of competition in the industry and the risk of new
players entering the industry.
▸ Broad factors analysis. This looks at the big picture. How do the economy and
politics affect your industry?
▸ SWOT analysis. What strengths, weaknesses, opportunities and threats do you
see?
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 ▸ Continue…
▸ Industry analysis can show you the conditions under which you're operating. If,
say, you're in a growth industry with lots of opportunity, you'll want a different
strategy than if growth has stalled and everyone is fighting over a shrinking
customer pool.

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 ▸ Market analysis
▸ Market analysis focuses much more on your customers than your competition.
▹ Who are your potential customers?
▹ What's their demographic for age, wealth, number of kids and so on?
▹ What are their shopping habits?
▹ How many potential customers are there?
▹ How much would they be willing to pay for your product?

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 ▸ Continue…
▸ If you're writing a business plan to show investors or lenders, they'll expect you
to provide a detailed market analysis.
▸ Even if you haven't reached that point, conducting a market analysis can
challenge some of your assumptions.
▸ A market analysis of how many people might buy your product and how much
they'll pay may show that your assumptions about your business success are
optimistic.

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